..RamKiJanaki..IF-Addictz

NDTV Imagine's Ramayan Ad

NDTV Imagine has taken an different route to promote Ramayan. It has focussed on moral values of Ramayan and decided to promote it. It is targeting parents and their children. Children are a old favorite of advertisers. They know that parents will not compromise on product or service which benefits their children.

In case of TV, children already have their Cartoon Network, Hungama and POGO etc. For education, they have the option in form of Discovery, National Geographic, Animal Planet etc. For adults, there is already a clutter of mythological serials on the television. So why will they choose Ramayan over other mythologicals?

In fact, often advertisers use children for non-children product categories as well. Children use their pester power against parents for these products and reward our marketers. In many families, children are influencers as well as decision makers.

How successful NDTV Imagine's Ad will be? Its intentions are right. It is using the USP of Ramayan and positioning it as an alternative moral education. Will children oblige?

..RamKiJanaki..IF-Addictz

NDTV Imagine's Ramayan gets fantastic southern response

Monday - Jul 07, 2008

Televisionpoint.com
Correspondent | ChennaiNDTV Imagine's time tested mythology
Ramayan has received a fantastic response from audiences across the country. The
show, which catapulted the channel to the No 3 position in prime time, was the
catalyst for the revival of mythological serials across television channels.

The dubbed adaptations of NDTV Imagine's Ramayan are now creating waves
down south across Kerala, Andhra Pradesh and Tamil Nadu. The Tamil version of
the serial went on air on Sun TV in March. It beams Sundays, 10.30 am to 11.30
am. Seeing the instant success and response it received, in early May, it began
to be aired also on Gemini TV and Surya TV, Monday to Friday, 7 pm to 7.30 pm.

As per the TAM Peoplemeter, On Sun TV, Ramayan has grown the time slot
by over 86%, making it the No. 1 weekend show. The show on Gemini TV has managed
to grow the slot by 14%, while on Surya TV, it is pitted against the top show in
the Kerala market, but it still helped the channel slot grow by 47%.

On
Sun TV, Ramayan averages in excess of 9 TVR since it launched on March 16. On
Gemini TV, it averages close to 4.5 TVR and on Surya TV the show averages in
excess of 4 TVR.

Gaurav Gandhi, EVP, business operations and ancillary
revenues, NDTV Imagine, said, " Our goal at NDTV Imagine is to create compelling
content that can be distributed across multiple platforms and geographies.
Ramayan, besides being an instant hit on our own channel, has found tremendous
success in the 3 southern markets as well."

"The Sun Network, with their
wide reach, and UTV, who are marketing the show for us on these 3 channels, have
been instrumental in this success. In the coming months Ramayan will be also be
available across several other markets and platforms in India & Overseas."
Gandhi says.

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